# 'Hand-Printed & Made in USA' badge: -2.4% conversion, mixed result

- Outcome: Flat / inconclusive
- Page type: Product page (Ecommerce)
- Elements: Trust badges & security seals, Bestseller badges & product labels
- Test run by: [Clean Commit](https://liftarchive.com/practitioners/clean-commit/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://cleancommit.io/ab-tests/hand-printed-made-with-american-jobs-badge/
- Page: https://liftarchive.com/test/cc-hand-printed-made-with-american-jobs-badge/

Adding a "Hand-Printed & Made in USA" badge near the top of product pages lowered conversion rate by 2.4% but raised revenue per visitor by 5.5%. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. The two numbers point in opposite directions and neither is significant, so the result is inconclusive.

## Result

**-2.4% conversion, mixed result**

- Conversion rate: -2.4%, a negative but unreliable signal. The original had a 60.7% probability of performing better.
- Revenue per visitor: +5.5%, helped by a 6.3% rise in average order value. On mobile, revenue per visitor rose 8.7%.
- Add-to-cart rate: -4.2%, another small negative.
- Bounce rate: -29.2% and click-through rate: +21.9%. People engaged more, but that did not turn into more buyers.
- Inconclusive overall: sales metrics moved in opposite directions and none reached significance.

## Control

The product page made no claim about how or where the products were made.

## Variant

A short "Hand-Printed & Made in USA" message with a small icon was added near the top of product pages. It sat in the same spot on desktop and mobile, away from the images, size options and add-to-cart button.

## Why it likely came out this way (our reading)

- A craftsmanship claim may make the product feel more valuable, which fits slightly bigger orders.
- It may also stress that the product is premium, which could put off some price-sensitive shoppers. That would fit the lower conversion rate.
- Lower bounce and more clicks suggest the badge caught attention. Attention is not the same as a reason to buy.
- With the signals this mixed, chance could explain all of the movement.

## Caveats

Sample size and test duration were not shared, and no metric reached significance.

## How to run this test

- Hypothesis: If we tell shoppers the product is hand-printed and made locally, then more will buy because they trust the quality and want to support domestic production.
- Primary metric: Revenue per visitor
- Guardrail: Conversion rate
- Guardrail: Add-to-cart rate
- Guardrail: Average order value
- Who should test it: Brands where local production or handwork is real and matters to their buyers, such as printed apparel or crafts. It is less likely to help where shoppers mainly compare on price.

---

Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cc-hand-printed-made-with-american-jobs-badge/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.